Enhanced Maternity

Maternity clothing is enhanced to prioritize both style and function

Implications - Expecting mothers have long had to sacrifice style for function and comfort when it comes to maternity wear, but this is changing as brands begin balancing both in the collections they offer to pregnant women. This shift comes as more women demand and expect that their style-based clothing choices suit their lifestyles.

Workshop Question - Consider an aspect of your business that implicitly has consequences for specific groups. How could your brand prevent such concerns?
SCORE 7.4
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Megatrends
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54,936 Total Clicks
Mar 18 - Feb 19
This Quarter and Warm
FashionLifestyle
Featured Examples
Colorful Inclusive Lingerie Lines - Fantabody is Inspired by Female Bodies and Blooming Flowers
SCORE 8.9
This Year and V. Hot 3,641 Clicks Pub: Jan 23, 19
Colorful Inclusive Lingerie Lines
Fantabody is Inspired by Female Bodies and Blooming Flowers
Fantabody launches its inclusive lingerie offerings for its Fall/Winter 2019 season. Dubbed ‘Fleur D’Hiver,’ the collection includes colorful bodysuits, playful dresses and other... [More]
Faux Maternity Leave Fashions - Mommy Bahama Reminds the Public That Maternity Leave is No Vacation
SCORE 7.8
This Year and Hot 855 Clicks Pub: May 21, 18
Faux Maternity Leave Fashions
Mommy Bahama Reminds the Public That Maternity Leave is No Vacation
In an effort to combat the negative perceptions of maternity leave, the advertising agency 72andSunny created a fake clothing company called Mommy Bahama. The entire campaign was designed to... [More]
Luxe Maternity Clothing Boxes - Rent the Runway Created a New Subscription Box for Expecting Mothers
SCORE 6.5
This Year and Warm 1,186 Clicks Pub: Jun 4, 18
Luxe Maternity Clothing Boxes
Rent the Runway Created a New Subscription Box for Expecting Mothers
Designed to solve all pregnancy style issues, Rent the Runway’s new maternity clothing box is an affordable, fashion-forward and comfortable option for mothers who don’t want to leave to... [More]
Maternity Compression Clothing - SRC Health's Maternity Compression Collection Helps to Reduce Pain
SCORE 7
This Quarter and Warm 608 Clicks Pub: Feb 27, 19
Maternity Compression Clothing
SRC Health's Maternity Compression Collection Helps to Reduce Pain
SRC Health added to its SRC Pregnancy collection with compression clothing styles that help to address the fact that up to 80% of pregnant women experience pelvic pain, particularly during their... [More]
Socialite-Created Maternity Denim - Khloé Kardashian Expanded Upon 'Good American' with 'Good Mama'
SCORE 3.1
Mild 157 Clicks Pub: Mar 16, 18
Socialite-Created Maternity Denim
Khloé Kardashian Expanded Upon 'Good American' with 'Good Mama'
Khloé Kardashian recently added to her Good American denim line with what she calls her “most personal launch yet”—a fashion-forward maternity line called ‘Good Mama.’... [More]
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